Smitten Creative
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Brand strategy & web design for standout small businesses in Chicago.
09/17/2026
What do you hold inside where the butterflies of anxiety and excitement live?
[photo by Aman Shrestha 🙏🏼]
09/15/2026
A brand is the result of thousands of decisions. How you lead, hire, price, serve, communicate, and respond. Yes, colors and fonts and copy, too. But when all the parts align you can build something really beautiful. This is why brand thinking belongs in every room and I’m here for it.
[photo by Charles Snow]
08/08/2026
This. Thank you 𝗙𝗥𝗔𝗡𝗖𝗘𝗦 𝗕𝗘𝗥𝗥𝗬 𝗠𝗢𝗥𝗘𝗡𝗢 for putting words to my recent serial acquisition of pool floaties.
So, that’s what we’ve been up to. Moving house and spending a lot of time in the pool, looking to recover from an intense few months of moving both our households (and selling a house along the way).
And we’re back. Refreshed. Ready to help.
07/20/2026
BRB (still moving house, but the pool)!
As Candice packs for the move from Chicago to LA, and finally digs into a life’s worth of stuff to let go of, she reflects on the fact that collecting things has surely been a hallmark of her need to curate, and that some things are worth keeping if only for the story they tell about the collector. These are the kinds of details that can shape a brand story. A person who collects globes may love to travel or think holistically about the planet. A person who can’t let go of any pair of Levi’s 501’s may value quality craftsmanship and the enduring classics. The emotional connection, the magic, is in those details.
Who do we work with?
Businesses that make life more beautiful.
The bar where every cocktail feels like a little celebration. The real estate agent who finds a buyer’s forever home. The children’s brand that makes childhood more magical. The photographer who captures the moments people keep forever. The florist whose arrangements make someone catch their breath. The wellness studio that gives people back to themselves. The gallery that makes art feel personal. The coach who helps someone turn their passion into something powerful.
If your business makes people’s lives more joyful, more beautiful, more connected — yours is exactly the kind of business we love to work with.
Sound like you? Let’s build something beautiful together. Link in bio.
04/26/2026
Welcome to another installment of our obsession with named apartment buildings (so SoCal) and the design decisions that quietly make or break how professional something looks.
In this case, we didn’t touch the typography in any way and only adjusted the color. So why does one or more of these feel like a place you’d want to live?
Casa Nido is an another apartment building in the Bluff Heights neighborhood of Long Beach, CA. The Casa Nido sign has great sans-serif type, the sizing and placement are great. But what happens when we change the color of the signage and trim? Swipe through to see what color adjustments do and tell us — which color feels most inviting? Which color feels most in tune with the architecture, the location in a coastal California city? Are “feeling” and “thinking” about color the same thing?
This is what color can do. First it might be because of the psychology of the color green vs. red. Then it’s about *the* green or *the* red.
Which color would you choose?
Save this if your logo, signage, or marketing feels a little “off” — when you’re ready we can tell you exactly why, and help you fix it.
04/23/2026
The sweet, striking colors of California.
04/20/2026
The most pleasant surprise on Myrtle Street in Monrovia! We saw the words “rosewater pistachio ice cream” and that brought us through the door, where we fell absolutely in love with every little branding detail. The scallops on every edge! The plaid wallpaper! The frilly pendant lamps! The wood slat paneling! Even the speakers were bulbous and fun. We had a kids scoop of said Rosewater Pistachio and also Honey Lavender and savored every bite. you’ve made us superfans. Beautifully done top to bottom. 🫶🏻🧡🍦🩵
04/20/2026
The juicy, resilient colors of California.
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Chicago, IL